But today, software and data are making their way into a company’s products and services – including products and services that generate revenue – so IT’s role is changing. IT no longer stops at supporting business strategy. It often defines it.

Think about it: Utility companies are putting sensors in people’s homes to track usage, car makers are using software to create a digital driving experience, and healthcare systems are using data for proactive wellness programs.

When every company is becoming a technology company, management is populating the product development organization with software engineers, or they are asking IT to deliver revenue generating products for the first time. Either way, the lines between IT and product are beginning to blur.

Martha Heller is CEO of Heller Search Associates, an IT executive recruiting firm specializing in CIO, CTO, CISO and senior technology roles in all industries. She is the author The CIO Paradox: Battling the Contradictions of IT Leadership and Be the Business: CIOs in the New Era of IT. To join the IT career conversation, subscribe to The Heller Report.